Blockbuster Inc. is launching a new pilot program to test whether consumers prefer to receive video games through the mail. The pilot program will be launched during the second quarter as the company continues to struggle with movie rental competition against Netflix. The games in the mail program will be for consoles such as the Wii, P2, PS3, Xbox, and Xbox 360.
“We already rent more video games than any other company, store-based or online, in the nation, so we know our core customer loves games as well as movies,” stated Bob Barr, VP and General Manager of blockbuster.com. “With this pilot program, we’re laying the groundwork for offering BLOCKBUSTER Total Access customers easy online access to the movies and games they want, through an integrated subscription offering. Plus, according to their plan, they’ll continue to be able to exchange their by-mail rentals both for free in-store movies as well as half-price in-store game rentals. A combination video game and movie online offering — with in-store exchange privileges — is a tremendous value and convenience offering not available through anyone other than Blockbuster.”
Blockbuster currently has about 90,000 movies in their libraries to choose from. The addition of video games will be available to those who are already subscribing and to new subscribers as an added benefit. Will this pressure Netflix to do the same? It’s your move, Netflix.